Effects of price premium and product type on the choice of cause‐related brands: a Singapore perspective

By Saroja Subrahmanyan. 2004

112 citations recorded by the source corpus.

Subfields: Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/18eb4b8bfb612ac818831ef9165536bc636ee2f8

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Xueming Luo
2. A. Cheung
3. Christian Homburg
4. Marcus Wagner

In Strategy and Management

1. Xueming Luo
2. Jaakko Aspara
3. A. Cheung
4. Marcus Wagner

Citations in the corpus

• Cause Marketing Effectiveness and the Moderating Role of Price Discounts (2014, background): “150; 264; 1,200 Two lab experiments; one field experiment (with students) Cause variables (hedonic vs. utilitarian products) Subrahmanyan (2004) Consumers are more likely to purchase and pay price premiums for CM offerings related to practical vs. hedonic products.”
• Attention, emotions and cause-related marketing effectiveness (2015, unknown): “Where contribution increases with price, the likelihood of consumers selecting cause-related products decreases (Chang, 2008; Subrahmanyan, 2004).”